Whole Foods started out in 1980 as a single
store in Austin, Texas. Today, they are
considered a world leader in organic foods with more than 340 stores in North
America and the U.K. (Whole Foods, 2013).
As a company Whole Foods is committed to helping in the local
communities where they have stores as well as in the global community. Each store donates food to local food banks
and shelters, and holds community-giving days where a percentage of profits are
given to local non-profit groups (Whole Foods, 2013).
The Whole Planet Foundation was developed with
the help of Nobel Peace Prize winner, Professor Muhammad Yunus, to give back to
the larger community. He was awarded the
prize after dedicating decades to promoting microcredit as a means to empower the
poor to become entrepreneurs and lift themselves out of poverty (Whole Planet
Foundation, 2013). Professor Yunus is on
the advisory board and plays an important role in the creation and management
of The Whole Planet Foundation. The
foundation follows a multi-stakeholder model in outreach to combat poverty and
hunger worldwide. This is done through micro-lending tosupport projects that
relate to organic and sustainable production methods (Whole Planet Foundation,
2013). The Whole Planet Foundation has
partnered with multiple organizations to help achieve their goals and includes
several tiers:
Entrepreneurs: the borrowers and clients who receive loans from The Whole Planet
Foundation’s Implementing Partners (Whole Planet Foundation, 2013) The website features
individuals from all over the world who have received micro-loans from The
Whole Planet Foundation. They have started businesses like small restaurants,
garment making and farming to help sustain their families and communities.
Implementing
Partners: microfinance Institutions that receive
grants from The Whole Planet Foundation to establish lending programs. The website lists over 30 organizations such
as Women and Family Development Fund, Small Enterprise Foundation, and One Acre
Fund that deal with delegating micro finance loans. These loans are given mostly to women to give them
the tools and recourses to start their own small business that can create a
residual income for themselves.
Collaborating
Partners: organizations that maximize the reach,
capacity and effectiveness through technical support, fundraising and
communication( Whole Planet Foundation, 2013).
Over 20 organizations are listed on the website from banks and credit
unions to Universities and non-profit organizations that are dedicated
fundraisers for The Whole Planet Foundation.
What makes this corporate/charity
partnership successful? Hughes Public
Relations and Communications Council helps answer this question by identifying steps
to consider in a solid partnership opportunity (2011).
1.
Whole Foods has embraced the
concept of corporate social responsibility. “The business has aligned it’s
culture with the culture and outcomes of the non-profit it has developed and
supports to enable meaningful involvement and support from staff and
shareholders” (Hughes PR and Communications
Council, 2011). Hughes PR and
Communications Council explains that each party having an understanding of
their organization is essential before approaching a partnership (2011). Assessing the strengths and weaknesses of
each gives a better understanding of what a long-term relationship will take to
achieve goals.
2.
The business has a triple
bottom line form of reporting to become more accountable (Hughes PR and
Communications Council, 2011).
Developing a strong partnership between a corporation and a charity can
provide good public relations and a way to connect with the public and provide
a good return on investment.
3.
Find a partnership that has a
meaningful link between both the corporation and the charity (Hughes PR and
Communications Council, 2011). Both
organizations should have a mission that is aligned and can result in mutual
promotional opportunities (Hughes PR and Communications Council, 2011).
4.
“Treat the partnership like any
other business relationship”(Hughes PR and Communications Council, 2011). Hughes suggests having a contract to have
goals and objectives t established to measure the success.
Business consultant and writer, Rebecca Birbeck,
explains that corporate partnerships used to be about a company simply raising
money for a charity, and today it is more about establishing a mutually
beneficial relationship (2011). Whole Foods established a foundation that
partners with many other groups that allows them to control how their money is
spent and see the outcomes of their efforts all while communicating their
values to the public. By developing The
Whole Planet Foundation, the business has more power and transparency in the
charity’s exchanges. This also provides
Whole Foods with a great platform for brand awareness and promotion.
Whole Foods Market, and their creation of
the Whole Planet Foundation, is a great example of a company’s dedication to
corporate social responsibility. Having
a separate foundation that partners with other
organizations contributes to the success of the charity and good brand
reputation of Whole Foods.
Sources
Hughes Public Relations Communications
Counsel (2011). What makes a successful corporate/charity partnership?
Retrieved on May 18, 2013, from, http://hughespr.wordpress.com/2012/06/26/what-makes-a-successful-corporatecharity-partnership/
Birbeck,
R. (2011). Charities need to show corporate partners that they are getting
results. The Guardian. Retrieved on May 18, 2013, from, www.guardian.co.uk/voluntary-sector-network/2011/aug/19/charities-corporate-partners-results
Whole Foods Market (2013) Community Giving.
Retrieved on May 18, 2013, from, http://www.wholefoodsmarket.com/mission-values/caring-communities/community-giving
Whole Planet Foundation (2013) About the
Foundation. Retrieved on May 18, 2013, from, http://www.wholeplanetfoundation.org/partners/
